Subjects: Psychology >> Developmental Psychology submitted time 2023-03-28 Cooperative journals: 《心理科学进展》
Abstract： With live marketing as background and based on the analysis of the literature, we introduce social presence and explore the connotation and composition of social presence in live marketing environment. Besides, ground on the theory of conformity consumption, we conduct behavioral tests and probe into the cognitive mechanism of how social presence influences online conformity consumption in live marketing. Furthermore, according to the theory of social presence, this paper discusses the moderating effect of self-construction and tie strength between buyer and network-anchor in this process. Finally, based on the theory of social facilitation, this study explores the emotional mechanism using neuroscience method which has the advantages of objectivity and "process measurement". This research will reveal the effect of social presence on online herd consumption, provide guidance to network-anchor and E-sellers, meanwhile help consumers understand their own behavior better in order to make more rational consumption choices.
Subjects: Psychology >> Developmental Psychology submitted time 2023-03-28 Cooperative journals: 《心理科学进展》
Abstract： Short video customer inspiration (SVCI) is the embodiment of customer inspiration in the context of short video. It is the temporary motivational state that facilitates the transition from the reception of a marketing-induced idea to the intrinsic pursuit of a consumption-related goal. The antecedents of SVCI includes video factor, anchor factor and audience characteristic factor; the intersection of inspired-by and inspired-to states in SVCI forms a SVCI state matrix, in which the four inspiration states could convert into each other under certain conditions; SVCI have positive impact on customer engagement through direct (customer purchase) and indirect (customer recommendation, customer influence and customer knowledge) ways; product type and the TSBBN (Tie strength between buyer and network-anchor) play the role of moderator in the effect of SVCI on customer engagement; study on SVCI helps to reveal how customer inspiration is triggered by short video and its impact on customer engagement; this research can help network-anchor and short video platform to produce more efficient marketing strategies, and can help consumers to improve the consumption experience.
Subjects: Psychology >> Social Psychology submitted time 2023-03-28 Cooperative journals: 《心理科学进展》
Abstract： Brand consumption journey usually refers to the multi-dimensional (including cognition, emotion, feeling, behavior and brand relationship) response to brand consumption service. Revealing the cognitive psychological process of brand consumption journey is the focus and hot spot in the field of marketing. Based on the summary of the domestic and foreign research results involving brand marketing, consumer psychology and decision neuroscience, this paper divides the brand consumption journey into four stages: attention attraction, decision-making, consumption experience and brand loyalty. Meanwhile, this paper reveals the cognitive psychological process of consumers in the journey of brand consumption from two levels (consciousness and subconsciousness): in the stage of attention attraction, consumers process the perceived product information and form target attention through the perceptual pathway of the brain, and the activation degree of nucleus accumbens (NAcc) and anteriorinsula (AIns) can reflect consumers' attention to products, The N1 and P2 components of ERP are closely related to the formation of visual attention. The alpha ERD of ERO represents the formation of attention attraction and the allocation of early attention resources. In the decision-making stage, consumers form an estimate of the expected value of products in the striatum and other brain regions, and make a purchase decision after weighing it with the price. The P3 and SW components of ERP can reflect the confidence of decision-making, and the gamma ERS of ERO can reflect the decision-making process of value integration of product information. In the stage of consumption experience, consumers' emotional pleasure is reflected in the medial orbitofrontal cortex and other brain areas. Emotional changes will lead to changes in P2 and LPP amplitudes of ERP. Emotional experience is related to theta ERS, gamma ERS, delta ERS and alpha ERD of ERO. Finally, in the stage of brand loyalty, consumers conduct consumption learning based on the structure of striatum, caudate nucleus and hippocampus, and the results will lead to consumer loyalty (or disloyalty). The late positive component of 500~800 ms in ERP may be related to brand loyalty, while theta ERS in ERO may be related to consumer memory and product immersion experience, which reflects customer loyalty. Future research can further explore the representational meaning of different neural indicators in specific marketing situations, and analyze the neural coupling between multiple subjects by applying with hyperscanning technology.
Subjects: Psychology >> Applied Psychology submitted time 2018-12-28
Abstract： With live marketing as background and based on the analysis of the literature, we introduce social presence and explore the connotation and composition of social presence in live marketing environment. Besides, ground on the theory of conformity consumption, we conduct behavioral tests and probe into the cognitive mechanism of how social presence influences online conformity consumption in live marketing. Furthermore, according to the theory of social presence, this paper discusses the moderating effect of self-construction and tie strength between buyer and network-anchor in this process. Finally, based on the theory of social facilitation, this study explores the emotional mechanism using neuroscience method which has the advantages of objectivity and "process measurement". This research will reveal the effect of social presence on online herd consumption, provide guidance to network-anchor and E-sellers, meanwhile help consumers understand their own behavior better in order to make more rational consumption choices.
Subjects: Geosciences >> Space Physics submitted time 2016-05-13
Abstract： Temperature control is a simple and effective way to improve the system stability of the totalpower-type microwave radiometer,the full-polarimetric microwave radiometer can achieve high precision measurement for retrieving the sea surface wind vector by the method.Using a 23.8GHz digital-correlation full-polarimetric microwave radiometer,considering the effects of temperature on calibration of the polarimeter and adopting a special temperature control scheme,a constant temperature control system was designed to make the radiometer work stably.The experimental results show that the constant temperature control scheme can make the radiometer work in a stable state which can simplify the calibration process, make the calibration cycle longer and ensure the accuracy requirement of the calibration.
Peer Review Status:
Awaiting Review
Subjects: Geosciences >> Space Physics submitted time 2016-05-03
Abstract： A mould method used in polarized wire grid fabrication is proposed.The grids with analytical and computer simulation analysis method is designed.A variety of specifications,different aperture and grid frame materials for microwave/millimeter wave band used the mould method is produced.This series of polarized wire grid is tested by the liquid nitrogen environment,mechanical and electrical performance test.The results show that the polarized wire grid has strong environment adaptability,high mechanical precision and excellent electrical performance,and can meet the demand of practical application,which develop a new method for millimeter wave polarized wire grids localization.
Peer Review Status:Awaiting Review
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